August 11th, 2015 by Gallit Itzhaki
“Where is that one picture we created for that one campaign that one time?”
Ring any bells? Personally, I understand this challenge. I recall being in an impromptu brainstorming meeting for a campaign that needed to be launched in a week. I tried to find a digital ad that was utilized for a like campaign six months prior. It’s simple, right? All we needed to do was change the ad copy, call-to-action, and boom! We have a “new” advertisement.
Well, not so simple. Five of us were searching and searching and still couldn’t find the native file. Design had to go back to the drawing board and create the ad from scratch. Not to mention, there were other assets we couldn’t find that needed to be utilized for the new campaign.
Now, marketing teams (agency or in house), work on a spectrum of projects from social media to search engine optimization and more specifically, creating content for the web, advertising, PR, email campaigns, and more. The list goes on. Keeping up with all of it can be a bit daunting, but we do so by working with the tools that we have.
Let’s revisit that last minute brainstorming meeting I was in. Let’s say our team utilized a digital asset management (DAM) system. Using a combination of metadata and keywords, I would search for the file and it would appear immediately, along with any other vital information such as use guidelines associated with that document. We could have easily downloaded the file, handed it to design along with updated copy, and Voila!
Here’s a little more about how digital asset management could have helped me and can potentially help you:
– Self-Service Distribution to Sales:
We know that Sales and Support regularly asks for collateral that is usually locked down in Marketing folders. It would save time if Sales and other departments could get what they need instantly without having to ask someone to track it down. With DAM, a self-service feature can be implemented so documents, project files, collateral, images, etc. can simply be downloaded and utilized instantly. Marketing saves time. Sales gets what they need, when they need it.
– Prevent Assets From Being Used Inappropriately:
Marketing teams can gain control over who has access to what and when. This decreases the risk of violating branding guidelines and liability. I can’t tell you how many times I’ve seen a logo sneak through the cracks and used incorrectly. With a digital asset management solution, marketing teams have the capability to place assets that can be trusted in the hands of people who can be trusted. Features exist that help control who can see assets and who can download them.
– Expire Assets When No Longer Approved for Use:
It’s a best practice to avoid deleting items that are no longer needed, but finding a place to archive these assets and finding them if needed can be tedious. Instead, DAM creates an easy way to archive these assets so they are not in visible. This can prevent misuse and reduce the risk of liability.
We have so many moving parts associated with so many projects and campaigns. Most need to be implemented and completed quickly while meeting high expectations. DAM is a tool that can help improve workflow and decrease organizational chaos so you can concentrate on meeting expectations, instead of trying to find an asset or worrying about someone else using an asset inappropriately. It’s one less thing we as busy marketers have to worry about. Happy Marketing!
Put your thinking cap on! Learn more about digital asset management.
We’ve been working hard to put together an all-purpose DAM Toolkit to help you learn more about digital asset management and make a strategic investment in a DAM system. The kit includes an ROI calculator, our up-to-date Digital Asset Management Best Practices Guide and more.